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Barbie film’s $150 million advertising and marketing marketing campaign


Nobody strolling into the theater truly knew what the Barbie film was going to be about, however everybody went anyway—wearing pink. 

The phrase “Barbie is all the pieces,” is true. Barbie-pink and its iconic brand have been virtually in all places and on all the pieces since Warner Bros. dropped a first look in April 2022 of Margot Robbie as Barbie sitting in her pink convertible. It’s estimated that over $150 million was spent on the movie’s advertising and marketing marketing campaign, greater than its manufacturing funds of $145 million, Self-importance Honest reported. 

Barbie advertising and marketing included all the pieces from an Airbnb Barbie DreamHouse rental and a Barbie boat cruise on the Boston Harbor, to pink burgers at Burger Kings in Brazil and Progressive insurance coverage commercials.

Extra conventional advertising and marketing got here within the types of teaser trailers harking back to 2001: A Area Odyssey, Occasions Sq. billboards, and an Instagram countdown to opening evening.

“I gained’t touch upon the funds,” Josh Goldstein, Warner Bros. president of worldwide advertising and marketing, instructed Self-importance Honest. “The rationale folks assume we spent a lot is that it’s so ubiquitous. That’s a mix of paid media and what number of companions got here to play with us. As a result of it pierced the zeitgeist, it has the impression that we spend a lot. In actual fact, we spent responsibly for an occasion film.”

Neither Warner Bros. nor Mattel, proprietor of the Barbie model, instantly responded to Fortune’s request for remark.

you’re within the zeitgeist in case you’re a trending meme

Director Greta Gerwig’s Barbie introduced in over $160 million in ticket gross sales throughout its opening weekend, making it the largest debut ever for a movie directed by a lady. 

However you’ll be able to’t discuss Barbie with out speaking about Christopher Nolan’s Oppenheimer, a movie in regards to the creator of the atomic bomb that was launched on the identical day. Social media had a significant half to play of their mutual success. 

The meme-ification of Barbie-Oppenheimer (A.Okay.A. “Barbenheimer”) helped end in $311 million in ticket gross sales mixed. This made it the fourth highest-grossing home field workplace weekend in historical past, behind Star Wars: The Pressure Awakens, Avengers: Infinity Struggle, and Avengers: Endgame, in keeping with the New York Occasions.

The Web appeared to take to the ironic and self-aware tone of Barbie. One of many movie’s taglines learn, “In case you love Barbie, this film is for you. In case you hate Barbie, this film is for you.”

“We needed to acknowledge there have been legions of Barbie followers, however that Barbie had fairly a historical past and there are individuals who felt like Barbie wasn’t for them,” Warner Bro.’s Goldstein instructed Self-importance Honest. “This was a film that understood that and was acknowledging it. “

And extra memes surrounded the efforts of Barbie’s advertising and marketing crew, crediting pink sunsets, pink-colored lakes, sightings of uncommon pink dolphins, and extra as relentless promotion for the film.

However some have criticized Mattel for going too far when the corporate gave free Barbie dolls to kids in faculties in its “Barbie College of Friendship” program through the lead-up to the movie’s premiere. Consultants instructed the British Medical Journal that they have been “faintly repulsed” by it and requested, “Why ought to kids be uncovered to this sort of stealth advertising and marketing?”


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